Determining Complementary Product Content from Primary Product Document Information and Providing Such Complementary Product Content in Association with the Primary Product Document, in an Online Environment

1. A computer-implemented method comprising: accepting a first document of a first merchant pertaining to a first product; accepting information related to a plurality of secondary products from a plurality of secondary merchants; determining, by a processor, a score associated with a secondary product for each of the plurality of secondary products from the plurality of secondary merchants, wherein the score is a function of a blocking identification by the first merchant, wherein the blocking identification includes at least one of whether a secondary merchant has been identified as a merchant to be blocked by the first merchant and whether the secondary product has been identified as a product to be blocked by the first merchant; and controlling whether and how to serve content pertaining to each of the plurality of secondary products from the plurality of secondary merchants based on the respective scores wherein the first document is one of a check-out document, and a post check-out document.

2. The computer-implemented method of claim 1 wherein the content includes a product image.

3. The computer-implemented method of claim 1 wherein the content includes a product price.

4. The computer-implemented method of claim 1 wherein the content includes an identification of the second merchant.

5. The method of claim 1 , wherein each of the score is further a function of at least one of: whether or not the first merchant sells the secondary product, whether or not the first merchant has the secondary product in inventory, whether the first merchant can ship the secondary product and when the first merchant can ship the secondary product.

6. The method of claim 1 wherein the merchant identified to be blocked competes with the first merchant.

7. The method of claim 1 wherein the product identified to be blocked competes with the first product.

8. A computer-implemented method comprising: accepting a first document of a first merchant pertaining to a first product; accepting information related to a plurality of secondary products from a plurality of secondary merchants; determining, by a processor, a score associated with a secondary product for each of the plurality of secondary products from the plurality of secondary merchants, wherein the score is a function of a blocking identification by the first merchant, wherein the blocking identification includes at least one of whether a secondary merchant has been identified as a merchant to be blocked by the first merchant, and whether the secondary product has been identified as a product to be blocked by the first merchant; controlling whether and how to serve content pertaining to each of the plurality of secondary products from the plurality of secondary merchants based on the respective scores; serving content pertaining to one of the plurality of secondary products from one of the plurality of secondary merchants; assessing a charge to the one of the plurality of secondary merchants for serving the content; and providing a reward to the first merchant for serving the served content.

9. The method of claim 8 wherein the score is further a function of at least one of: whether or not the first merchant sells the secondary product, whether or not the first merchant has the secondary product in inventory, whether the first merchant can ship the secondary product and when the first merchant can ship the secondary product.

10. The method of claim 8 wherein the merchant identified to be blocked competes with the first merchant.

11. The method of claim 8 wherein the product identified to be blocked competes with the first product.

12. A computer-implemented method comprising: accepting a first document of a first merchant pertaining to a first product; accepting information related to a plurality of secondary products from a plurality of secondary merchants; determining, by a processor, a score associated with a secondary product for each of the plurality of secondary products from the plurality of secondary merchants, wherein the score is a function of a blocking identification by the first merchant, wherein the blocking identification includes at least one of whether a secondary merchant has been identified as a merchant to be blocked by the first merchant, and whether the secondary product has been identified as a product to be blocked by the first merchant; controlling whether and how to serve content pertaining to each of the plurality of secondary products from the plurality of secondary merchants based on the respective scores; serving content pertaining to one of the plurality of secondary products from one of the plurality of secondary merchants; tracking user interaction with the content served; determining whether or not a conversion occurred based on the tracked user interaction; assessing a charge to the one of the plurality of secondary merchants if it was determined that a conversion occurred; and providing a reward to the first merchant if it was determined that a conversion occurred.

13. The method of claim 12 wherein the score is further a function of at least one of: whether the first merchant sells the secondary product, whether the first merchant has the secondary product in inventory, whether the first merchant can ship the secondary product and when the first merchant can ship the secondary product.

14. The method of claim 12 wherein the merchant identified to be blocked competes with the first merchant.

15. The method of claim 12 wherein the product identified to be blocked competes with the first product.

16. An apparatus comprising: one or more processors; at least one input device; at least one output device; and one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of: accepting a first document of a first merchant pertaining to a first product; accepting information related to a plurality of secondary products from a plurality of secondary merchants; determining a score associated with a secondary product for each of the plurality of secondary products from the plurality of secondary merchants, wherein the score is a function of a blocking identification by the first merchant, wherein the blocking identification includes at least one of whether a secondary merchant has been identified as a merchant to be blocked by the first merchant and whether the secondary product has been identified as a product to be blocked by the first merchant; and controlling whether and how to serve content pertaining to each of the plurality of secondary products from the plurality of secondary merchants based on the respective scores, wherein the first document is one of a check-out document, and a post check-out document.

17. The apparatus of claim 16 wherein the score is further a function of at least one of: whether the first merchant sells the secondary product, whether the first merchant has the secondary product in inventory, whether the first merchant can ship the secondary product and when the first merchant can ship the secondary product.

18. The apparatus of claim 16 wherein the merchant identified to be blocked competes with the first merchant.

19. The apparatus of claim 16 wherein the product identified to be blocked competes with the first product.